Future of Shopping: Whirlpool and Accenture Song Share How To Reach Gen Alpha With an Omnichannel Strategy

If you thought Gen Z was hard to keep up with, meet Gen Alpha, the newest generation of shoppers influencing everything from what snacks end up in the cupboard to which washing machine gets added to cart. 

At this year’s Digital Shelf Summit, hosted by Salsify and the Digital Shelf Institute (DSI), one session in particular got people talking: “How Gen Alpha Is Driving the Future of Shopping.”

Led by James Sheppard, managing director of commerce media at Accenture Song, and Marilia Moreira, director of digital marketing at Whirlpool, the conversation went beyond TikTok trends and into the nuts and bolts of what brands actually need to do to meet rising consumer expectations.

Here’s what stood out and what ecommerce leaders should take away.

The Future of Shopping Is in Gen Alpha’s Hands 

The way people shop is evolving faster than most brands can keep up with, and Gen Alpha is accelerating the pace. These consumers (and the millennial parents buying for them) don’t think in channels. They move seamlessly between online and in-store, often combining both in the same moment.

As Marilia says, “Even if they're in the store, almost 40% of them will pull up their phone and do some sort of research.” Whether they’re scanning a QR code or checking if they’re getting the best deal, they’re relying on content at every step of the journey, and they expect it to be helpful, engaging, and instantly available.

If your content isn’t optimized for these hybrid shopping moments, there’s a good chance you’re missing out on clicks and conversions.

Top Takeaways for Catering to Gen Alpha Shoppers 

Here are some of the biggest takeaways from the session. 

1. Content Isn’t For the Brand, It’s For the Shopper.

Marilia drove this point home: “We don’t need to make content for digital or for the store. We need to make content for the consumer, regardless of where they are in the journey.”

That mindset shift means brands must think less about siloed assets and more about cohesive storytelling stretching across every touch point. Whether someone’s browsing a product detail page (PDP), scanning a shelf tag in-store, or clicking through an artificial intelligence (AI)-powered assistant, the experience should feel seamless and consistent.

2. Content Cleanup Isn’t Fun

One of Whirlpool’s biggest challenges is tackling years’ worth of disjointed, duplicated content across dozens of product lines, many from acquired brands.

“We’re a 110-year-old company,” says Marilia. “We grew through acquisition. That means a lot of boxes stitched together in terms of systems and stories.”

Cleaning that up has been no small task. But it's essential to create the consistency needed for both humans and bots, especially as AI-powered shopping assistants become more mainstream.

3. It’s All About Smarter Content

In Marilia’s words, “Too much content starts to get complicated … it disappears into the system.” The goal now is to build a “content-conscious” culture that prioritizes reusability, governance, and collaboration with retail partners.

That includes asking tough questions:

• Do we really need 400 product shots if the consumer only sees 15?
• Are our templates and playbooks driving efficiency?
• Is our content optimized for performance and storytelling?

4. Authenticity Beats Perfection

Some of the best-performing campaigns Whirlpool’s team shared weren’t the most polished, but they were the most real. These include a Maytag TikTok filter showing how much people look like their pets, a KitchenAid product review turned into a catchy Spotify song, and a Workaway dating-app-inspired campaign featuring dishwashers.

None of these ideas screams traditional marketing, but they do speak directly to a generation that values personality, fun, and authenticity over hard sells.

What Ecommerce Leaders Should Do Next

With Gen Alpha already influencing household purchases and AI beginning to shape how we discover and buy products, the time to evolve your digital shelf strategy is now. 

Here’s how to take action. 

Rethink Your Content Strategy Around the Shopper Journey, Not the Channel

Shoppers don’t think in silos, and neither should you. Gen Alpha (and their parents) are moving seamlessly between in-store, online, and social, often in the same purchase journey. Instead of creating separate campaigns for ecommerce, digital marketing, and retail, unite your teams to build a connected story that flows across every touchpoint.

This means building content that works just as well on a product detail page as it does on a QR code in-store or a TikTok video. Everyone from brand to ecommerce to retail teams needs to be aligned on messaging, visuals, and goals to ensure a consistent experience.

Clean Up Your Content House

If your team is constantly recreating assets or searching for outdated product copy, it’s time for a reset. As Marilia Moreira said, “Chores are hot. Cleaning up content is not.” But it’s one of the most critical things you can do to set your digital shelf up for success.

Start by auditing what content you have and what’s actually being used. Get rid of duplicates, streamline naming conventions, and create systems for organizing and reusing assets. Templates and playbooks can reduce content chaos and help you create content quickly in the future. 

Focus on Consistency To Support AI Readiness

If you’re dabbling in AI or eyeing tools like Amazon’s “Buy for Me” feature, remember that bots are only as smart as the content you feed them. They’ll do exactly what you say, but only if your instructions (aka your product data) are crystal clear.

If your content is a messy mix of outdated descriptions and inconsistent formats across retailers, you’ll confuse real-life shoppers too.

Standardized product content sets you up for seamless automation and improves discoverability, search engine performance, and trust. Create governance rules for how your content is created, reviewed, and updated to make sure it’s consistent consistency and quality.

Get Creative but Keep It Real

Gen Alpha grew up online. They can spot a sales pitch a mile away. But what they do respond to is authenticity, aka real people, real voices, real stories. That’s why some of Whirlpool’s most successful content isn’t highly produced or polished. It’s fun, honest, and speaks directly to the audience.

Whether it’s a viral TikTok filter, a dating-app-themed campaign, or a consumer review turned Spotify hit, the key is to stay true to your brand while experimenting with new formats and platforms. Don’t be afraid to take risks. Just make sure they’re rooted in who you are and what your customers care about.

A New Era of Shopping

We’re entering a new era of shopping, where content is both the connection and the currency. As Marilia summed up: “Content is a romance. It’s how you’re talking to the consumer throughout their journey.”

So make it worth falling for.